Chipotle's Unwrapped video series is exclusively available on its app and website and the newest instalment focuses on helping American athletes perform at their peak with real food and real ingredients. Fans can now eat just like their favorite athletes by ordering curated menu items like The Julie Ertz Bowl or The Nneka Ogwumike Bowl, both of which spotlight ingredients like black beans, brown rice, fajita veggies, guacamole and roasted chili-corn salsa.
Alongside the new digital menu items, Chipotle is introducing behind-the-scenes training content with athletes as part of its Unwrapped series.
Very soon, Chipotle will be airing its first-ever national TV commercial featuring a professional athlete, which is perfectly timed for the upcoming Olympics in Tokyo.
Athlete-Focused QSR Series
Chipotle's Unwrapped Video Series Focuses on Athlete Nutrition
Trend Themes
1. Athlete-focused Menu Items - The trend of offering curated menu items that cater specifically to athletes has opened up an opportunity for other QSRs to follow in Chipotle's footsteps.
2. Digital Menu Personalization - With Chipotle curating menus for specific athletes, there is an opportunity to personalize digital menus for individual customers to appeal to their unique dietary needs.
3. Behind-the-scenes Exclusive Content - By featuring behind-the-scenes content with professional athletes, Chipotle is setting a trend for QSRs to provide exclusive, behind-the-scenes glimpses into their operations.
Industry Implications
1. Fast Food - The trend of athlete-focused menu items is disrupting the fast food industry, as more QSRs are focusing on offering healthy, performance-enhancing food options.
2. Digital Marketing - The trend of digital menu personalization is disrupting the marketing industry, as companies are using customer data to personalize menus and marketing strategies.
3. Sports and Entertainment - The trend of featuring professional athletes in marketing campaigns is disrupting the sports and entertainment industry, as more companies are partnering with athletes to promote their products and services.